The grocery giant is partnering with Meta and digital marketing platform Kargo to pilot the replacement of traditional digital circular ads with dynamic ad campaigns run across Facebook and Instagram.
The grocery giant is partnering with Meta and digital marketing platform Kargo to pilot the replacement of traditional digital circular ads with dynamic ad campaigns run across Facebook and Instagram.
In a LinkedIn post, Albertsons Media Collective, the retail media arm initially launched by the grocer to deliver branded ad content to its shoppers in November 2021, said its main goal for the pilot is to meet more consumers where they are. The interactive digital experience allows shoppers to clip offers and add products from their local store to their shopping list.
“We are merging product and promotional data to enable advanced targeting, actionable content and measurable performance,” Albertsons Media Collective said in the post. In the future, the grocer plans to roll out the ad campaigns to display and connected TV formats, as well as perform dynamic localization and personalisation to better engage shoppers and drive sales.
“We’ve evolved the weekly ad to an interactive and individually personalised digital experience that connects shoppers to their local store and shows localised offers,” Mike Shaughnessy, COO, Kargo, said in emailed commentary to Chain Store Age. “With this innovation, Albertsons is driving the future of the circular and engaging online and in-store audiences by combining commerce and advertising.”
